Multiple Choice Questions: Providing Selective Response Options

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    While creating customer feedback surveys, multiple choice questions are a great way to capture different types of customer feedback for the same question. It is slightly more flexible than a close ended question (perhaps like the NPS scale or a rating based scale) that seeks one word or a symbol based answer. In this blog, we will feature the common points to note while using multiple choice questions and its advantages.

    What are multiple choice questions?

    Multiple choice questions are survey questions that offer respondents a set of predetermined response options from which they can choose a single answer or select multiple answers. These questions present the respondents with a list of possible options. Customers can select the most appropriate answer(s) based on their experience or opinion. For example ‘how did you hear about this company (choose the mediums that apply)’ with options such as ” online advertisement, word of mouth, social media, print advertisement, others (please specify)”.

    Advantages of multiple choice questions in customer feedback

    Multiple-choice questions have many advantages over other types of question formats. They provide respondents with a little more options. If a customer is interested in a product, it is highly likely that the customer might like multiple features of the product. During a customer feedback survey, the product development team can gauge the features that work best. This also gives an insight to the marketers to upsell commonly preferred features while improving on the parts that might not have scored well. Here are some of the advantages of using this metric of questions in a customer feedback survey:

    Structured and consistent responses:

    Multiple choice questions provide a structured framework for respondents to choose from a given set of options. This ensures that the data collected is consistent and easy to analyze. By defining the answer choices, organizations can effectively measure and compare customer preferences, opinions, and satisfaction levels.

    Ease of completion

    With multiple choice questions, respondents do not have to generate their own responses from scratch. While they choose the answers that apply, this is not as time consuming. In a choice format of questions, surveys get completed in less time and you get a high response rate.

    Standardized data collection

    Multiple choice questions in a survey design is a good way for organizations to establish benchmarks and track changes over time. For instance, a business might want to know the medium via which their user base might have heard of them. When they capture the particular mediums via survey, the marketers can improve the touchpoints of those particular channels. It could be via social media channels, website chat bots or via weekly newsletters.

    Flexibility in survey design

    Multiple choice questions offer flexibility in survey design by allowing the inclusion of various question types, such as single-select, multiple-select, rating scales, and ranking. This versatile feature enables businesses to tailor their surveys to specific objectives, ensuring comprehensive feedback collection.

    Common points to note when making multiple-choice questionnaires

    Like all surveys, even when formulating an MCQ for feedback questionnaires, here are some mistakes to avoid. It should be noted that the prime focus is on capturing accurate data by providing multiple choices that apply. This process should not involve much cognitive load for the audience who take these feedback surveys.

    Avoid leading/ biased questions

    A leading question generally seeks a yes or no answer. Sometimes, it might nudge users into answering positively. This may hamper data quality.  Avoid influencing respondents’ opinions by phrasing questions in a way that nudges them towards a particular answer.  Questions should be neutral and objective, allowing customers to express their true thoughts and experiences.

    Keep it straightforward

    While seeking responses for multiple-choice items, there will be many possible answers that a customer is going to choose. Keep the questions direct and provide maximum clarity. Additionally, keep it jargon free such that people across platforms can comprehend the particular question and provide a truly unbiased opinion.

    Provide an open-ended space

    One should note that the MCQs may not have multiple numbers of correct answers. While seeking for option selection, if the single question falls short of an answer, allow respondents to respond freely. Provide a space for ‘others- please specify‘ at the bottom of the quiz. This open ended provision can give you an insight on customer opinions.

    No such thing as ‘incorrect answer’

    In a customer feedback survey, there is no concept of incorrect responses. The responses you collect is merely a collection of authentic customer data meant to analyze market trends and patterns. While trying to avoid leading questions, a direct question that brings unbiased data is the focal point.

    Dont skip “prefer not to answer” options

    Some respondents may genuinely not have an opinion or knowledge about a particular question. To tackle this minor issue, provide options like “Prefer not to answer” or “Don’t know”. This gives an opportunity for them to indicate their lack of response without feeling compelled to choose an option that does not reflect their true sentiment.

    Lack of Mutually Exclusive Options

    It’s essential to ensure that the answer options are mutually exclusive. Each option should represent a distinct choice without any overlap. This clarity helps respondents choose the most appropriate answer that accurately reflects their opinion or experience.

    Creating an effective customer feedback survey with multiple choice questions.

    Creating an effective customer feedback survey with multiple choice questions requires careful consideration of several factors. First, it is crucial to limit the number of alternatives provided for each question to avoid overwhelming respondents. This ensures clarity and ease of decision-making.

    To add to this, one should eliminate any incomplete statement or irrelevant information. This will prevent customers from getting confused while answering the survey. It is also important to note that the answer choices should not be overlapping the other one. There is a reason it is called multiple choice- the answers are different from one another at the same time, relevant to the question asked. So to prevent your audience from playing the guessing game, it is essential to provide plausible and relevant alternatives.


    Multiple choice questions are a great way to gauge different responses from your customers. With Merren tools, you can build customized templates or choose pre designed templates for your customer feedback survey. We offer various templates that are compatible across devices and mediums (Whatsapp survey, Facebook survey and interactive dynamic email).

    Sign up for our 14 day free trial and test our AI survey builder too! It is time to supercharge your customer feedback protocols with Merren.